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JAMS 7.3.4 Nollywood Online Manuscript Journal of African Media Studies, volume 7, number 3 Nollywood online: between the individual consumption and the communal reception of Nigerian films among African diaspora Afra Dekie , University of Antwerp Philippe Meers , University of Antwerp Roel Vande Winkel , University of Antwerp Sofie Van Bauwel , University of Ghent Kevin Smets , University of Antwerp Various video-on-demand (VOD) platforms streaming Nigerian films have popped up on the Internet since 2011. These VOD platforms facilitate the consumption of Nigerian films among African diaspora. Despite an increasing academic interest for Nollywood audiences, these new modes of viewing Nigerian films online have yet to be explored. In this article, we will therefore give attention to the consumption and the reception of Nigerian films on the Internet among African diaspora of Nigerian, Ghanaian and Cameroonian origin in the cities of Antwerp and Ghent, Belgium. In this study, we adopted a media ethnographic approach, including fieldwork and semi-structured in-depth interviews. Although scholars have suggested that the Internet fragments and individualizes film viewing, the results of this study show that indeed online Nigerian films are most often watched individually by the respondents, yet, the reception of the films remains a social practice of shared meaning-making. Keywords: Nollywood; African diaspora; online films; video-on-demand; audience research; African popular culture. Introduction With an enormous amount of 997 feature films produced in 2011 (UNESCO 2013), Nollywood not only booms on its domestic market, but also attracts audiences worldwide. From a grocery store in Texas (Abah 2011) to a street vendor in St. Lucia (Cartelli 2007) or a video shop in London (Esan 2008), today Nollywood films can be easily purchased in most parts of the world. In addition, since 2011, their availability and accessibility has expanded following the emergence of Nollywood video-on-demand (VOD) platforms. Servers such as iROKOtv, IbakaTv, Watch Nigerian Movies Online (WNMO), BuniTV and even YouTube stream thousands of films for free, subscription video-on-demand (SVOD) or freemium (providing both free-to-view and paid for films). These VOD platforms particularly appeal to African diaspora audiences. For diaspora audiences, films on physical formats, such as VCD and DVD, have often become more difficult to access than online films. Hence, the Internet not only changes the distribution of Nollywood films, but also Nollywood’s audiences and, as we will see in this study, their consumption and reception patterns. Despite a lack of scholarly research on African audiences (Ambler 2002; Barber 1997a), there has been considerable attention for Nollywood audiences (see e.g. Abah 2011; Akpabio 2007; Becker 2013; Esan 2008; Obiaya 2010; Okome 2007; Shivers 2010). The online consumption of Nigerian films, however, has not been explored in these studies, most likely because Nollywood VOD platforms have emerged only since 2011.1 Nigerian films have often been understood as a form of popular culture (Adejunmobi 2002; Bisschoff and Overbergh 2012; Haynes 2011; McCall 2012). Following Karen Barber’s (1997b) definition on ‘African popular culture’, Abah (2009: 732-3) envisages the popular of Nollywood as follows: “Popular” is used, not solely in the sense of the most common Western use of the term, in which it denotes a separation of the elite from the common folk, but more in the sense of what is popular in the African context. This usage connotes a combination of that which functions in the interest of the masses as used by Ngugi wa Thiong’o (1997) in his study of women participation in African theatre, and the usage of the term as described by Barber (1997[b]), as “common concerns” and people naming their struggles, endurance and hope. Nigerian films can be considered popular culture because they portray ‘Afro-centric’ images of ‘daily lived experiences’ or the ‘common concerns’ of most Nigerians and Africans, and in addition, offer people a platform ‘to express opinions and commentaries on the society’ (Abah 2009: 733). Nollywood audiences gather in video parlours and engage in vivid discussions about the stories and the events in the films and such conversations allow people to relate their everyday lives to the films, but also to create public discussions of critical inquiry on Nigerian and African societies. This clearly comes to the fore in Okome’s (2007: 18) highly interesting observance of the public spaces of collective viewing of Nollywood films in Nigeria: “Street corners” and video parlours provide alternatives to the orthodox space of cinematic spectatorship. While they announce the material poverty of its audiences, these venues are open and the debates that go on in them are unfettered, unrestrained, and sometimes very vociferous. […] It is the possibilities that popular video films provide as a way of escape and as a platform for critical judgment on social conditions that recommend the massive patronage, which Nollywood enjoys in these site of seeing. This ‘way of escape’ can be understood as an escape from, as well as a contesting of, the postcolonial state of existence of Nigeria and Africa (Okome 2007; Okoye 2007). Nigerian films ‘function as a postcolonial system of decolonization’ and hence make room for the formulation of a contemporary African independent identity (Okoye 2007: 26). Furthermore, McCall (2007: 94) also suggests that Nollywood films are ‘pan-African’ since they form ‘a primary catalyst in an emergent continent-wide popular discourse about what it means to be African’. This popular discourse, as this study will illustrate, extends beyond the continent and includes African diaspora audiences. Consequently, this raises several questions which will be addressed in this article. Watching Nollywood films in Nigeria implies a social and public practice, providing audiences the opportunity to contemplate on their daily lives in Nigeria’s postcolonial state, but how do African audiences relate to these Afrocentric stories in the diaspora context? What meanings do they attribute to the films and how do they engage socially with the films? These questions are particularly pertinent in light of the respondents’ shift of viewing films on physical formats (VHS, VCD and DVD) to online viewing. As this article will outline, scholars suggest online film consumption is rather fragmented and individualized. Hence, does a shift to watching Nigerian films on the Internet goes hand in hand with an individualization of film consumption among African diaspora audiences, and if so, what are the implications for watching Nigerian films as practices of collective and social engagement? Watching films on the Internet: towards an individualized consumer Since people increasingly watch films online (Tryon 2013), the Internet has come to play a significant role for the distribution and consumption of films. According to Zhu (2001: 274), ‘households will eventually adopt the Internet as one of the primary means of film watching’. Countless VOD and SVOD platforms, streaming films for free or for payment subscription, have emerged on the Internet (Cunningham and Silver 2013; Tryon 2013). Given that the ‘conditions of distribution are crucial in determining how audiences read films’ (Lobato 2007: 116), the impact of these new modes of accessing films on the ways people watch and engage with films should be explored. VOD platforms on the Internet allow people to download or to stream films directly on their laptops, mobile devices, tablets, gaming consoles etcetera. VOD platforms thus not only provide new modes of accessing films, via the Internet, but also enable audiences to engage in new ways with films by watching them on different screen devices. This flexibility in accessing and viewing films has been termed ‘platform mobility’ (Tryon 2013: 60), comprising ‘the idea that movies and television shows can move seamlessly between one device and another without minimal interruption’. Platform mobility thus provides the freedom to watch films at different places and at all times. Holt and Sanson (2014: 7) suggest that such contemporary media use is characterized by a form of ‘connected viewing’, offering an ‘expanding array of opportunities for audiences to reconnect with one another, and to engage with media content’. Since users can decide when, where and how they want to watch films, VOD platforms generate the creation of ‘personalized media environments’ (Holt and Sanson 2014; Tryon 2013), and film audiences are hence granted more control over their viewing practices (Tryon 2013; Van den Broeck et al. 2007; Zhu 2001). Online film consumption thus not only seems to expand the availability of and access to films, but also audiences’ user control. Notwithstanding, Tryon (2013) also underlines how VOD platforms are constrained, e.g. by streaming rights, digital ownership and geo-blocking (a disparate availability of media content in different countries). The political economy of media (see e.g. Graham and Marvin 2002; Mosco 2009; Murdock 2004) shapes the availability of and content on VOD platforms (Holt and Sanson 2014). Scholars have also stressed how access to the Internet is unequal, involving a digital divide (Gillespie and Robins 1989; Papacharissi 2002). Technological and material requirements (available connection, subscription prices and technological means), but also social factors (computer literacy, class, race, ethnicity, gender etcetera), determine people’s ability
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